Businesses have options to protect their reputations

By Paul Kerlin and Christopher Anderson

Published 6:22 pm, Friday, December 21, 2012

Image 1of/1

Caption

Close

Image 1 of 1

Businesses have options to protect their reputations

1 / 1

Back to Gallery

False reviews, cyber attacks and other types of Internet defamation are increasingly causing damage to businesses' reputations and can ultimately hinder - and even destroy - a business. These online attacks have long been executed by disgruntled customers, angry employees and conniving competitors who believed they were hidden behind a cloak of anonymity. That's no longer the case. And as online reviews are ever more valuable to a business' reputation, more companies are combating false reviews and defamers through the use of both investigative and legal tactics.

In the past, a company's only option would be to turn to online reputation management professionals who use search engine optimization tactics to push bad content down in search results. This method is becoming increasingly difficult due to changes in search algorithms, which means the visibility and impact of false statements could substantially increase over time as the information moves up search indices, is copied by other links, etc.

However, new methods are being employed across the country that differ from traditional online reputation management. Business owners and executives are now able to identify the attackers, remove the harmful material from the Internet and search indices, stop the attackers from posting false information about the company again and, in some instances, even recover losses.

There are many cases in which attackers are bound and determined to hurt a particular company. Legitimate opinions of unhappy customers are protected speech, just as they should be. However, if posts are false, create a misleading impression, intentionally interfere with a business, intentionally inflict emotional distress or contain private or sensitive business information, the defamer - even if he believes he is "anonymous" - can oftentimes be identified, located and stopped. We frequently find that online attacks are being instigated, not only by disgruntled customers, but also by competitors, ex-employees and ex-business partners.

Although these types of solutions are available, many companies victimized by cyber attacks have often been advised incorrectly. Unfortunately, missteps in this area can lead to continued damage. Actions must be taken quickly because in most states, including Texas, the statute of limitations takes effect after just one year. After this short period of time, no one can take action to remove these cyber attacks, even if, one day, the defamatory statement rises to the first page of a Google search.

As use of the Internet continues to increase, a business's ability to manage its reputation online will be imperative. Business professionals should remember these common misconceptions when considering this option to manage their company's online reputation.

1 The statements are covered by freedom of speech. The courts have repeatedly recognized that the First Amendment does not protect false statements and other illegal conduct.

2 Nobody will remove it anyway. Oftentimes, we find the removal of damaging information can occur quickly. Court orders can also be obtained for removal if appropriate legal claims exist.

3 You can't catch anonymous posters. By using investigative techniques coupled with court ordered subpoenas, it's now possible to resolve most cases.

The first step to being able to effectively manage a company's online reputation is to understand the options that are available. When you realize that you're not dealing with just a disgruntled customer, but rather someone who is committed to destroying your business, you'll be able to take appropriate action.